How to Transform Tomorrow? Make Like Mama Said: Be Bold

Steel company ArcelorMittal has the trade secret on "transforming tomorrow" (TM). The trick is to be bold.

How do you get bold? Easy: turn "boldness" into an all-purpose euphemism whose outcomes, however suspect, are always appealing. See below.

- Wind+Boldness=Watts.
- Journey+Boldness=Safety. Although I'm sure MADD would heartily disagree.
- Chores+Boldness=Pleasure. And hey. Those snazzy new steel kitchen appliances will look so hawt over your new bamboo hardwood.
- What to do with the old kitchen props? Be bold. Turn them into skyscrapers: End+Boldness=Beginning.

Agency: TBWA\Paris.